The Ultimate Appliance Repair Marketing Guide

Introduction

As an expert in the appliance repair industry, you have valuable skills to offer homeowners and business owners who need help with large appliances. But advertising your services is another set of skills that is likely outside of your expertise. What is your strategy for appliance repair marketing to bring in customers?

One of the best ways to grow your business and maintain a steady stream of clients is by connecting with leads online. But without a good appliance repair marketing strategy in place, you may miss out on this potential revenue. Investing in digital advertising is an excellent way to fill your pipeline and strengthen your online presence.

Running a business in the past was simpler because direct mail, phone book listings, and advertisements on local TV or radio stations were often enough to bring in customers. Now, if you want to stay relevant in the industry, then it’s necessary to have a more extensive and well-rounded strategy for appliance repair internet marketing.

Capitalizing on online marketing for appliance repair companies can be challenging, as the landscape is constantly changing. Getting started can be daunting, especially for small and mid-sized contractors with limited budget, time, and resources to invest in marketing. But with the right strategic approach, digital marketing is a great way for appliance repair companies to reach new customers.

This quick start guide is designed to help you get started with appliance repair marketing and improve your current campaigns. The goal is to help you avoid the ups and downs of building a marketing strategy from scratch. These online marketing methods help you bring in leads that grow your business and improve your bottom line.

Getting Started: A Solid Foundation for Appliance Repair Marketing

If you are going to spend money on appliance repair company ads, then it’s important to make sure that your investment will pay off by bringing the ideal leads for your business.

Set up a system for tracking your Return on Investment (ROI), before launching a campaign. This will allow you to see what’s working and what needs fine tuning to improve conversion rates. When appliance repair marketing strategies fail, the problem often isn’t with the content, but instead with optimization, ad implementation, and data tracking. Always have these elements in place before you launch your digital marketing campaign.

Every successful online marketing campaign should include the following:

1. Be Clear with Your Offer

Identifying your ideal target audience is a great way to customize advertising campaigns. The more you know your customer base, the better the messaging to speak to their needs.

One way to do this is by segmenting your marketing campaigns to promote specific services, such as refrigerator repair, stove and oven repair, washer and dryer repair, etc. This allows your ads to connect with homeowners based on their specific needs, and makes it immediately clear to potential customers that you can help solve their problem.

Create a clear Call to Action (CTA) with the intention of collecting contact information to book consultations with your leads.

2. Data Tracking: Leads and Conversions

Just because you connect with leads online doesn’t mean you will stay busy with house calls. You still need to convert them from prospects to paying customers.

Leverage click and conversion tracking as part of your appliance repair marketing strategy to help you see and understand how people respond to your ads and landing pages.

Also, consider using tracking technology for important milestones such as phone calls, appointment booking, engagement, project revenue, and email open rates. The data sheds light on what is working so you can improve the campaigns even more.

3. Nurturing Each Lead

In some cases, potential customers won’t be quite ready to move forward with your services right away. Therefore, you’ll need to invest in relationship-building while the lead is moving through your sales funnel.

Use sales funnel insights to help your sales team meet each lead at the ideal point in the conversation. One effective strategy is to use a lead scoring system to help with relationship development and conversion rates.

Make sure you are using both one-on-one conversations and one-to-many communication methods, such as email marketing and text messages.

4. Sign the Contract

The most important outcome for every appliance repair marketing plan is to close the deal.

What is the best way to nurture each lead, so they feel comfortable hiring your team for appliance repair services? First, be sure nothing falls through the cracks by giving your sales team specific responsibilities, such as ongoing conversations with homeowners, answering incoming phone calls, and following up with warm leads.

Standardization for lead follow-up reduces the risk of losing leads and should always include sales pitches and customer education. If you are proactive about responding within 5 minutes of a request for information, you’ll see the conversion rates improve.

The Best Strategy for Appliance Repair Marketing

Don’t fall into this common trap: spending money on appliance repair advertising without a clear strategic plan in place. First, you need to set the foundation for a successful campaign before you start spending money on advertising to bring in leads.

To develop the ideal strategy for your appliance repair business’s marketing efforts, it helps to start from the desired end result and work backwards.

What Is Your End Goal?

Always start with the end in mind: identify the target result you want to achieve with appliance repair marketing, then create a sales funnel that leads to this goal. Knowing your desired result makes it easier to map out milestones that lead to success – turning your wishes into reality.

Ask specific questions to clarify your goals:

• What is the most crucial action each lead should follow?
• How will your team reach these milestones to boost lead conversion?

There’s a fine line between immediate results while also maintaining a focus on long-term accomplishments.

6 Proven Steps for Achieving Your Goals

First, get clear about your business goals, then create an appliance repair marketing campaign to support these goals. Clearly defined goals are essential, so you know when your goals are met.

With a good appliance repair advertising campaign, focusing on milestones and benchmarks will lead to a successful outcome. Make sure these milestones stretch the sales team without setting the bar too low (which can result in a lack of motivation).

Here are a few proven tips that line up your business goals with your marketing strategies:

How to Use Appliance Repair Advertising for Online Lead Generation

Now that you have defined your goals and have a solid foundation for your appliance repair marketing strategy, it’s time to get started with your campaigns. Effective methods include:

Each of these strategies is effective on its own, but by addressing all or most of these methods, you can set your business up to consistently bring in quality leads.

In this guide, we’ll cover each of these strategies in-depth so you can see how it all fits together to create an appliance repair advertising plan that works.

Lead Generation Roadmap

Appliance Repair Online Lead Generation Roadmap

Website Optimization for Appliance Repair Contractors

A well-built, optimized website should be the foundation for your appliance repair marketing campaigns. Everything leads back to your site, so you need to be sure that the website is both user-friendly and easy to navigate.

The success of your appliance repair company ads is directly connected with the quality of your website design. Focus on the essential features of your website, including:

Function and Technical Features of a Website

Internet users are trained to expect information on demand, so you must be sure that you minimize delays when someone lands on your site. Technical details matter to help Google see that user experience is a priority, which has a positive impact on search engine rankings.

It might seem like a small detail if your website takes a few extra seconds to load. But the truth is that a delay of a few seconds is probably causing you to lose leads and money. When you improve page load time, it has an impact on conversion rates – which helps to boost profit margins.

How Calls to Action Move Visitors Through Your Funnel

Not only do you want each lead to visit your website, but it’s important to make sure that they are taking the desired action to move through the sales funnel. CTAs help connect leads with your sales team, creating the opportunity to turn the lead into a paying customer. CTAs might include:

• Call our team to book a free consultation
• Enter a phone number
• Request a work estimate
• Submit an email address to sign up for newsletters

One way to ensure that a lead follows through with the CTA is to show the benefits they will receive. For example, “Call our professional appliance repair team for a free estimate and a complimentary consultation.” This CTA provides the next step the person should be following and also establishes your skills in the industry.

Ask for Customer Reviews

97% of consumers use online media to read customer reviews before making a purchase.

When you have positive reviews, it’s easier to establish your reputation and trustworthiness. Leads can see that other customers are happy with your services, and these reviews support the claims you are making in your appliance repair company ads.

You can share customer reviews on all of your online profiles, including your website, social media accounts, landing pages, and more.

Build Trust with Specific Design Features

Your website is your chance at making a great first impression with many of your prospective clients. Build trust through consistency in the design, using graphics, copywriting, images, and more. Design is important because it builds your website brand and communicates many messages about the quality of your services.

Don’t underestimate how much it can make a difference to focus on the small design details. A well-designed website keeps your company at the top-of-mind, so customers know who to call when appliance repair services are needed. You need to be sure that your company stands out from the competition. One strategy is to share information about affiliations and awards to build your reputation.

Checklist for Your Appliance Repair Website to Convert Well

Search Engine Ranking Tips for Appliance Repair Contractors

When a major appliance stops working, Google is the first place homeowners look to find local appliance repair services. So it’s critical to ensure your website ranks in the search results for relevant keywords.

Google AdWords for appliance repair companies is a good place to start for immediate traffic. Then, identify the highest-performing keywords to build out a Search Engine Optimization (SEO) campaign. Pay-per-click ads are also useful for reaching the local industry. This data is valuable for building a long-term SEO campaign.

The best approach is to leverage both paid advertising and organic traffic. This two-part appliance repair marketing system brings in the leads you need throughout the year. Since SEO takes time, make sure to focus on the long-term results you want to achieve.

Search Engine Marketing in 3 Steps

There are three important components that should always be included in every successful appliance repair advertising campaign.

The goal is to be sure that your website is easy to find when people need your services. These three strategies will keep your company at the top of the search engines and ahead of the competition.

In the next few sections of this appliance repair marketing guide, you will find practical information to help you implement these important search engine marketing strategies.

Google AdWords for Appliance Repair Companies

You aren’t alone if Pay Per Click (PPC) advertising seems overwhelming at first. Will the money you are spending on paid ads turn into higher revenue and better profit margins?

If you don’t have much experience with PPC advertising, then paid ads might feel like gambling. But look at the data and see that a good PPC campaign is worth the investment because of the potential ROI you can achieve. A well-crafted and managed PPC campaign returns $2 for each $1 you spend. These ads offer a proven method when you need to advertise an appliance repair business.

Google AdWords: Best Way to Market an Appliance Repair Company

Step #1: Pick the Best Keywords

Set your PPC campaign up for success by starting with keyword research.

Find the ideal keywords by considering your audience’s mindset when searching for local appliance repair contractors. Also, focus on relevancy to ensure your services line up with the targeted keywords.

The keyword research process helps you see what people are searching for and the anticipated search volume that can come from each phrase. Always ensure you pick keywords with affordable clicks and sufficient search volume. Building a list of relevant keywords makes it easier to share your message when customers are searching for related services.

Search online and find many popular keyword tools, such as Semrush and Wordtracker. One reliable tool is to go straight to the source and use the Google AdWords keyword planner.

Step #2: Select Ad Groups for Your PPC Campaigns

The next step is to take your list of keywords and divide them out into ad groups, using a maximum of 4 keywords per group.

Quality should be a higher priority over quantity. For example, you might be able to get a lot of website traffic from “DIY washing machine repair.” But your conversion rates are going to be much lower compared to the response you will get from a keyword phrase like “emergency washing machine repair contractor near me.”

Don’t waste your limited appliance repair marketing budget on keywords with low buyer intention. Stay away from keywords where people are searching for free or DIY information because those people are looking for tutorials (not a service provider).

Step #3: Use Creativity with Appliance Repair Ad Design

When someone sees your ad, you only have a few seconds to capture their attention. So be creative and use eye-catching copywriting and ad design.

Use keywords in the headlines and share a clear message. Also, encourage each lead to move forward with a specific call to action, such as scheduling a consultation. Creating a straightforward process moves the lead from viewing the ad to visiting your website.

You can see how your target audience is responding by split-testing different types of ads. This split testing makes it easier to improve your profit margins and optimize conversion rates because you will be able to identify the most compelling messages.

Step #4: Optimize Your Landing Pages

To get the best ROI, you need to look at the performance of both the landing pages and PPC ads.

If you split-test different PPC ads and drive traffic to a poor-performing landing page, you are losing money. Make sure the landing page is direct, clear, and simple to navigate.

Also, be sure that the landing pages align with the ad groups, using one landing page per service. For example, your conversion rates will increase when a refrigerator repair ad goes to a refrigerator repair landing page instead of a generic appliance repair page.

Search Engine Ranking Tips for Appliance Repair Advertising

There’s no question that Google AdWords for appliance repair companies is one of the fastest ways to connect with leads. But when you stop paying for the keywords and clicks, then your traffic stops. Use SEO to build on your PPC efforts so you can continue bringing in organic leads in the coming months and years.

Ultimately, your goal is to maintain a presence in the search engine rankings without paying for every click. SEO makes it possible for homeowners to find your services in organic search results.

Think about this: when your website ranks high in the search engines, it means that you are the owner of a prime piece of virtual real estate.

Even though SEO takes time and money, it’s worth the investment because of the long-term results you can achieve. Talk to any appliance repair digital marketing agency, and they will agree: SEO should always be included in an effective marketing plan. Additionally, they understand that PPC sets the foundation for a successful SEO strategy.

Yes, the competition is high to rank for appliance repair keywords. But a proactive SEO campaign makes it possible for you to outrank the competition. Here are a few best practices so you can dominate the search engines:

Effective Strategies for SEO Rankings in Google

Even though it’s very competitive to rank in the search engines, it’s made much easier if you follow SEO strategy best practices. Here are several SEO tips to boost your website rankings:

These components contribute significantly to positive impact on your search result rankings and bring your website more visitors and leads for your appliance repair business. Putting in the necessary effort and resources will likely result in positive lift for your marketing strategy.

Google My Business for Appliance Repair Contractors

Homeowners start searching for local contractors when appliance repair services are needed – and Google Maps is one of the first places they look. In the search results, you will see that Maps listings are some of the most prominent listings at the top of the page. So, an updated Google Business Profile should always be included in appliance repair company marketing.

Homeowners want to connect with local companies when they need in-person services, such as appliance repair. Listing your appliance repair business in Google means that you can find leads based on geographical location.

Additionally, having a Google Business Profile effectively shows that your business is credible and trustworthy. Build out your profile as much as possible with contact information, pictures, reviews, service descriptions, and more.

Google Business Profile Checklist for Appliance Repair Marketing

When setting up a Google Business Profile, refer to this quick checklist. These steps will complete your listing and increase the likelihood that you will achieve high search engine rankings:

Other Local Directories and Listings

There’s no question that Google My Business is the best source of local traffic. But there are also other directories where you can upload company information on a listing.

These smaller directories will only bring in a fraction of the traffic compared to Google. But it’s still worth the effort because they create backlinks that can support your SEO plan.

Creating local directory listings can be tedious. So, the ideal solution is to hire an appliance repair advertising company for assistance.

Facebook and Social Media for Appliance Repair Advertising

When moving down your to-do list for the best advertising for appliance repair businesses, don’t forget about social media. A meaningful presence on Facebook and other platforms can be an excellent method for lead generation.

Almost every adult has a Facebook account, making it a goldmine to connect with customers who need your services. Unfortunately, you are losing out on potential income if you aren’t leveraging Facebook advertising as part of your appliance repair marketing campaign.

Connecting with Potential Customers Through Facebook Ads

You have several design options when you are using Facebook ads. First, pick the layout by determining the action you want each lead to take:

How to Design an Effective Ad Campaign on Facebook

2.91 billion people access Facebook each month. Use Facebook to run marketing ads on a platform where people spend their time.

When creating Facebook ads, it’s essential to keep the user experience in mind. People are spending time on Facebook for entertainment and connection, so use engaging messages, eye-catching designs, bright colors, and photos of smiling people. Also, consider using humor when it is appropriate.

Follow this step-by-step process to create Facebook ads that effectively drive traffic and bring in relevant leads:

Email Marketing to Maximize Your ROI

Email marketing is still alive and thriving and should be an integral part of every appliance repair marketing plan. When you use email marketing with other forms of lead generation, then you have a powerful system that brings in leads and converts them to paying customers. In addition, an email list with readers who are responsive and engaging with your messages is a valuable asset for your appliance repair business.

The numbers speak for themselves: for every $1 you spend on email marketing, you’ll return $42. In fact, email marketing delivers one of the highest ROIs you can find in the online marketing industry.

Tips for Leveraging Email Marketing for Your Success

The most effective way is to use email marketing alongside your other appliance repair marketing strategies. This method makes it simple to leverage one-to-many communication so you can build long-lasting relationships with potential, current, and past customers.

For example, use social media, PPC, or SEO to bring customers to your website. Then, continue your appliance repair advertising strategy by getting people onto your email list. Most of the time, customers won’t buy on their first visit to the website.

Capturing their contact information helps you stay in touch and maintain communication going forward. Then, the lead knows who to call when appliance repair is needed.

Top 3 Email Marketing Priorities

These are the three highest priorities when you are optimizing your email marketing system:

The Best Way to Advertise an Appliance Repair Business

These appliance repair advertising ideas build a solid system so that you can maintain communication with your leads. As you are making your email list, continue sending messages to follow up with quality information in the future. Often, appliance repair marketing ideas start with a welcome email at the beginning, as well as information about how the reader can contact your company when they need appliance repair in the future.

Continue delivering quality messages to your subscribers, which will help you maintain a warm list of leads. In addition, you can offer value by sharing videos, tutorials, blog posts, and eBook downloads. These digital marketing tools show your expertise and authority in the local appliance repair industry.

Other messaging that you can share through email advertising includes discounts on services, holiday greetings, event announcements, and more.

Email Marketing Cheatsheet for Appliance Repair Contractors

Conclusion

We hope the key concepts covered in our Appliance Repair Marketing Guide has helped you think through some of the best practices for your online marketing strategies to grow your business. Build your campaigns around your customers’ challenges, goals, and concerns. Provide useful content and engaging messaging, whether it’s in ads, landing pages, social media posts, and every other chance you have to connect with your target audiences.

At Service Direct we’ve been marketing contractors online for over 15 years and we’ve worked with appliance repair companies all over the United States to help grow their businesses. We know that online marketing can be complicated and confusing and no one-size-fits-all approach is going to be effective enough to generate the kind of ROI you expect. We focus on generating exclusive, high-quality leads from potential customers ready to discuss their projects with you. Learn more about how we work with appliance repair companies.

Additional Resources

• Building a Digital Marketing Plan for Appliance Repair Specialists
• Appliance Repair Email Marketing Best Practices To Generate Leads
• How to Grow Your Appliance Repair Company with Facebook Ads
• How to Drive Organic Traffic With SEO for Appliance Repair Companies
• PPC Advertising Tips for Appliance Repair Specialists
• Tips to Make Your Appliance Repair Website a Conversion Machine